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“▬▬▬▬▬▬ ▬▬▬ ▬ ▬▬▬▬ ▬▬▬ ▬▬ ▬▬ ▬▬▬▬ ▬▬▬ ▬▬ ▬▬▬▬▬,”

“I’ve never told that to anyone,” he said.

“Why did you tell me?” I asked, taken aback.

He paused to think.

“I knew you’d understand.”

As we drove around a circuit of Montreal’s uptown streets at sunset—a ritual Martinez repeats religiously—I was getting to know the character and his wild backstory.

The uncommon energy Martinez radiates was starting to make sense now. I knew his type. Tough past. Dreamer. Wild ambition. These personalities and I tend to magnetize to each other.

Hugo was on a mission to express the intense feelings that motorsports generate through the medium of fashion.

“Dream. Feel. Drive. That’s what it’s all about. I want something minimal, with the feel of a luxury brand, but the power of a sports car.”

Drawing inspiration from our discussions, I set out to craft an iconic identity for Hugo.

I immersed myself in the world of motorsports, seeking to bottle experiences that trigger strong associations. The feeling of shifting into gear; the smell of burnt rubber on asphalt; the sight of race flags waving through the air.

These elements were distilled into the HM monogram. Existing at the intersection of brutalism and refinement, the mark exudes a poised edge, control & purpose.

It reflects Hugo’s bold, obsessed attitude towards fashion. A collection of choices made with extreme intention, resulting in singular work.

The HUGOMARTINEZ logotype is set in Stratum; a typeface whose morphology pairs beautifully with the mark. Its bold geometric minimalism straddles the visual codes of motorsports & high fashion. The identity has been featured on Hugo’s Icon Jacket, Python Jacket & Race Corset collections. We continue to work together on new projects & visuals.